case x reb ran d
T H A I A I R WAYS R E B R A N D
Designed by Nikki Chan
Identity Systems Fall 2017 Massachusetts College of Art & Design
THAI AIRWAYS Case Study x Rebrand
T H A I A I R WAYS R E B R A N D
TABLE OF CONTENTS
7 The Vision
15 Branding
33 Application Usage
43 Multimedia
53 Inflight Experience
The Vision
8
The first choice carrier
THE VISION
9
with touches of Thai.
T H A I A I R WAYS R E B R A N D
10
THE VISION
11
HISTORY OF THAI
Thai Airways International was founded in 1960 as a joint venture between Thailand’s domestic carrier, Thai Airways Company (TAC) and Scandinavian Airlines System (SAS) with the Scandinavian carrier initially providing a 30% share capital of two million Baht.
T H A I A I R WAYS R E B R A N D
12
THE CHALLENGE
Thai Airways International (THAI) is its country’s national carrier and well-known amongst the people. With a goal to have more presence in the international scene, THAI needed a fresh new start. Its current identity wasn’t giving off the sophisticated, luxury feel that it claimed to have.
THE VISION
13 PREVIOUS LOGO
T H A I A I R WAYS R E B R A N D
Branding
T H A I A I R WAYS R E B R A N D
16
A new identity that still retains the old . . .
BRANDING
17
18
THAI
BRANDING
19
THAI
T HTA HIAAI IAR IWAYS R WAYS B RRAEN BR DA BO ND OK
20 PRIMARY LOGO
THAI
This logo pays special homage to THAI’s previous logo, as it still retains the flower mark; an important Thai symbol of prosperity, fortune and spirituality.
BRANDING
21 ALTERNATE LOGOS
THAI
THAI AIRWAYS
These alternate logo marks would be used for different purposes that the primary logo cannot fulfill.
T H A I A I R WAYS R E B R A N D
22
ST YLE A balance of simplicity and detail that represents THAI’s modern and cultural identity. The style also takes inspiration from Thailand’s natural landscape and environment.
T YPOGRAPHY The clean, modern type balances with the more organically intricate logo mark
REL ATIONSHIP The modern logo speaks to a global contemporary audience yet still retains its Thai identity.
SYMBOLISM Logo mark is derived from the royal orchid and crown flower, together meaning “purity and respect”.
BRANDING
23
Thailand is a myriad of modern culture and tradition.
T H A I A I R WAYS R E B R A N D
24 T YPOGRAPHY
LO G O M A R K T Y P E FAC E
Styrene A Web
Styrene is a sans serif typeface by Berton Hasebe, who explored proportion and simplicity in type design. A peculiar sans serif from the early 20th century was a jumping off point for the design, but the resulting family has a decidedly ahistorical attitude. Its name was inspired by the purposefully synthetic treatment of its curves and geometry. The typeface’s distinctive qualities resembles the strokes seen in Thai characters and writing.
0123 AaBbCc BRANDING
25
AaBbCc 0123 HEADER
Bianco Serif
B O DY
Bianco Sans
Bianco Sans is a sans-serif typeface designed by Italian foundry AlfaType. The design sits somewhere in between a grotesque and a geometric sans, with a double-story a and a single-story g. At first glance, Bianco has a straightforward tone but upon a closer look there are playful elements. It’s pairing typeface is Bianco Serif, which also has playful quirks in its structure.
T H A I A I R WAYS R E B R A N D
26 COLOR SYSTEM
#b32354 C M Y K : 24, 99, 53, 8 R B G : 179, 34, 84
#991c47 C M Y K : 29, 99, 58, 19 R B G : 155, 30, 72 P R I M A RY CO LO R S
#7d1739 C M Y K : 34, 99, 62, 34 R B G : 125, 23, 57
#5b0429 C M Y K : 40, 100, 60, 34 R B G : 91, 5, 42
BRANDING
27
#d8a635 C M Y K : 16, 34, 93, 0 R B G : 217, 166, 54
#c79832 C M Y K : 22, 39, 96, 2 R B G : 199, 153, 50
S E CO N DA RY CO LO R S
#0f4959 C M Y K : 93, 60, 48, 33 R B G : 14, 74, 89 #0a3c49 C M Y K : 94, 64, 52, 44 R B G : 8, 60, 73
Sophisticated with a royal touch
T H A I A I R WAYS R E B R A N D
28
BRANDING
29
THE SOLUTION
THAI’s new visual identity embodies the essence of Thailand today, incorporating both the old and new. Inspired by Thai traditional motifs and the deep meaning behind it’s floral culture, THAI’s identity celebrates the kingdom’s heritage and its people.
T H A I A I R WAYS R E B R A N D
30
BRANDING
31
BRAND POSITION
Thai Airways provides upper-middle class travelers with warm hospitality than any other airline. They do this by motivating their staff to perform with transparency and good governance, providing world class support, and ensuring their fliers feel satisfied and accommodated.
T H A I A I R WAYS R E B R A N D
Application Usage
T H A I A I R WAYS R E B R A N D
34 THE AIRCRAFT
A P P L I C AT I O N U S AG E
35
T H A I A I R WAYS R E B R A N D
36 CORPORATE STATIONARY
A P P L I C AT I O N U S AG E
37
T H A I A I R WAYS R E B R A N D
38 LETTERHEAD
A P P L I C AT I O N U S AG E
39 BUSINESS CARDS
T H A I A I R WAYS R E B R A N D
40 BUSINESS CARDS
A P P L I C AT I O N U S AG E
41
T H A I A I R WAYS R E B R A N D
Multimedia
T H A I A I R WAYS R E B R A N D
44 ONLINE EXPERIENCE
M U LT I M E D I A
45
WebSiTe The website for THAI serves as a platform for the airline to give better access to its fliers for booking flights and finding information. Its simple design is meant to make the user experience easier and also replicate the sense of being in the air.
T H A I A I R WAYS R E B R A N D
46
M U LT I M E D I A
47
mobile app THAI’s mobile application is a companion of the airline’s website and serves as the flier’s alternate way to book a flight, as well as an interface that can keep anyone updated on their incoming flights. Similar to the website design, the mobile app’s UI is meant to help make the navigation and booking experience more fluid.
T H A I A I R WAYS R E B R A N D
48 CREDIT CARDS
M U LT I M E D I A
49
T H A I A I R WAYS R E B R A N D
50 AIRPORT SIGNAGE
M U LT I M E D I A
51
T H A I A I R WAYS R E B R A N D
Inflight Experience
T H A I A I R WAYS R E B R A N D
54 ONBOARD FLIGHT MEAL
INFLIGHT EXPERIENCE
55
T H A I A I R WAYS R E B R A N D
56 INFLIGHT MAGAZINE
INFLIGHT EXPERIENCE
57
T H A I A I R WAYS R E B R A N D
58 INFLIGHT MAGAZINE
INFLIGHT EXPERIENCE
59
T H A I A I R WAYS R E B R A N D
THAN K YOU We hope you enjoyed your flight. T H A I A I R WAYS R E B R A N D
NIKKI CHAN MASSART 2017-2018